Abstract
The global 2023 economic slowdown contributed to a cost-of-living crisis that has impacted the daily lives of many, it being a structural and ‘well-being emergency’. Governments respond differently, based in part on political orientation and election cycles. The UK Conservative government, accused of leaning on populist discourses, responded in part with its 2023 budget. This paper uses Multimodal Critical Discourse Studies to investigate how a music mash up shared widely on social media criticises the UK government’s response, digital popular culture being a vital form of political participation and activism today. I examine lexica, images and musical sounds to reveal how government actions are ‘recontextualised’, that is, transformed through deletions, rearrangements, substitutions, and additions. Analysis provides a lens into what issues and events are raised and how these are articulated through divisive discourses. It is through this close reading that I consider digital popular culture’s roles in society.
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Articles in the same Issue
- Frontmatter
- Research Articles
- The role of gestures in logic
- A multimodal discourse analysis of the music video ‘IBA’
- Discourses of division during the cost-of-living crisis: digital popular culture responds to governmental actions
- Italia: Open to meraviglia at the intersection of art, gender and tourism discourses
- ‘Why do they not want to play with me?’: a multimodal critical discourse analysis of the construction of colourism in cartoon films
- Essay
- Multimodal (inter)action analysis in sociolinguistics: an essay analysing a digital video conversation illustrating emotion and heritage language maintenance
- Research Articles
- ‘Title gone’: a multimodal appraisal of Nigerian internet users’ visual representation of Arsenal football club
- Beyond bonding icons: memes in interactional sequences in digital communities of practice
Articles in the same Issue
- Frontmatter
- Research Articles
- The role of gestures in logic
- A multimodal discourse analysis of the music video ‘IBA’
- Discourses of division during the cost-of-living crisis: digital popular culture responds to governmental actions
- Italia: Open to meraviglia at the intersection of art, gender and tourism discourses
- ‘Why do they not want to play with me?’: a multimodal critical discourse analysis of the construction of colourism in cartoon films
- Essay
- Multimodal (inter)action analysis in sociolinguistics: an essay analysing a digital video conversation illustrating emotion and heritage language maintenance
- Research Articles
- ‘Title gone’: a multimodal appraisal of Nigerian internet users’ visual representation of Arsenal football club
- Beyond bonding icons: memes in interactional sequences in digital communities of practice